Greg Popp has signed with bicoastal Supply & Demand–the production house headed by managing partners/executive producers Tim Case and Kent Eby–for exclusive representation as a director. Popp had been senior VP/group executive producer at DDB Chicago.
While on the agency side, Popp directed several spots, first teaming with former DDB group creative head John Immesoete (now a director at Backyard Productions, Venice, Calif.), and later directing solo. Popp and Immesote co-directed Budweiser’s “Mr. Silent Gas Passer” and “Mr. Giant Taco Salad Inventor,” which along with “Mr. Way Too Much Cologne Wearer,” directed by Noam Murro of Biscuit Filmworks, Los Angeles, won a Gold Lion at last year’s Cannes International Advertising Festival, among other accolades. After Immesoete left the shop, Popp directed a series of comedic Budweiser spots, including “Good Side” and “Broadcast,” featuring sports announcer Joe Buck and “Leon,” an athlete who plays two sports, and is always looking out for himself.
“After analyzing the situation, and who I am and how I like to work, I decided that I like the idea of being at a small company, with some strong names,” said Popp of his decision to sign with Supply & Demand, adding that he liked the sensibilities of Case and Eby. “I met [Tim Case] a long time ago, and I always found him to be very relatable. He’s passionate about his work, and he’s creative, and he’s a frontlines guy–he deals directly with his clients and he believes in his directors, and he doesn’t just supervise somebody else doing that, and I respect that. And ultimately, as I’ve forged relationships in my career with people who really believe in their directors, and who make the calls, and who got to me as a producer, I really wanted to be with somebody who would do the same for me as a director.”
Case noted, “Greg brings a tremendous amount of experience to this new phase of his career. His abilities as a director are there to see on his reel, and he has a total understanding of every aspect of the filmmaking process.” Case also related that Popp’s experience with clients aids his directing career. “He’s well-suited for the director’s role, in terms of his personality, his sense of humor and his passion for advertising,” said Case. “He not only understands how agencies work, but also brings his experience managing client relationships, which is a great asset to have.”
Popp describes himself as a storyteller, who will not limit himself to just comedy. He hopes to continue working with Anheuser-Busch, noting, “I’ve already even heard from them about some things, so I know I have the support of the client, and I have no doubt, with the volume of work that they do, that I’ll have a place in their future as well.”
With DDB for 19 years, Popp has produced several high profile spots for Budweiser and Bud Light. Among them was this year’s Budweiser Super Bowl spot “Applause,” directed by Joe Pytka of Venice, Calif.-based PYTKA. Popp studied at Northwestern University, where he co-directed and co-edited both a short and feature-length film. He then worked as a location scout and manager prior to joining DDB.
Popp noted that the time seemed right to pursue a directing career fulltime. “I’m coming off as successful a year as I’ve ever had,” he related, “and I’ve had some assignments as a director and some as a producer, and once I had the opportunity after a long tenure at DDB to direct for Anheuser-Busch, it never seemed the same to me when I returned to producing. I felt like I had achieved what I wanted to achieve, was grateful for the opportunity, never woke up and said, ‘I don’t want to go to work today,’ and was always excited about good work, and new work, and having successes, but I didn’t have the personal satisfaction that I once had. … When I got the opportunity [to direct] in advertising, it came back as that’s where my passion lies.”
Popp’s focus remains firmly in the commercial world: “I’ve always been one to do something phenomenally well before I move onto a new challenge and right now my goal is set on doing spot work.
